This document discusses web analytics tools and dashboards. It begins by acknowledging the importance of understanding your current measurement framework and goals before implementing tools. It then provides examples of different analytics tools categorized by level of expertise, as well as common features and metrics tracked. The document emphasizes focusing measurement on metrics that are directly tied to business objectives and goals. It also notes that the ideal dashboard may not be attainable and each company's needs are unique. The overall message is that strategy is more important than any individual tool, and analytics should drive business decisions.

1. Web Analytics Unraveled Measurement Framework, Tools and Dashboards- May 10, 2011

2. If you don't know where you're going, any path will take you there.

4. Click2Close reports

5. Push-pull tools

6. Multichannel analysis

7. Activity based costing

8. Social influence

9. Scenario forecasting

10. Segmentation

11. Personalization

12. SEO/SEM

13. KPI alerts

14. Cost-shifting

15. Real-time indicators

16. Social monitoring

17. Funnel analysis

18. A/B testing

19. Dashboards 1.0

20. KPI's

21. Path analysis

22. Landing pages

23. Custom tracking

24. Visits, page views

25. Top entry/exit

26. Traffic sources

27. Popular content

28. Keyword drivers

29. Conversions

30. Capacity/UptimeStrategic web Focus on the customer, optimize spend Marketing-driven, metrics that matter, try & learn IT-driven, feel good info Modified version of slide #17 from "Establishing Your Online Analytics Maturity" by Stephane Hamel via Slideshare 3

31. Next, Before You Measure Anything Create a measurement framework 1. Business Objectives 2. Goals 3. Metrics 4. KPI's (driven by biz goals) 5. Targets 6. Dimensions 7. Segments Source: "Web Analytics 101" by Avinash Kaushik 4

32. Definitions Example Business Objective: Why your brand is on the web. Web Goals: Strategies to accomplish your objectives. Metrics: A metric is a number. Key Performance Indicators: Metrics that help you understand how you're doing against your objectives. Target: Numerical values you have pre-determined as indicators success or failure. Dimension: An attribute of the Visitor to your website. Segments: A segment contains a group of rows from one or more dimensions. Business Objective: Retail foot traffic. Web Goals: Increase e-coupon usage. Metrics: 80% of the #'s are irrelevant. 20% = KPI's Key Performance Indicators: # of Groupon sales # of Individual memberships Target: Groupon: 8,000 sales per month Memberships: 1,800 per month Dimension/Segments: Acquisition - Groupon ads, Mid-western US states, Females Behavior - Website & Groupon conversions, (Action Alerts, Memberships) Adapted from "Web Analytics 101" by Avinash Kaushik 5

33. Previous example calculated without any help from a web analytics tool. Statement by Avinash Kaushik

34. Prioritize What You Plan to Measure Website conversions Social media participation Social media monitoring Social media advertising Paid search Organic search (onsite) Organic search (offsite) Crowdsourced couponing Internet display advertising Email (sales) Email (service) Blogging Microblogging Affiliate marketing Aggregator marketing Multimedia content syndication Video & audio marketing Landing page optimization Location-based marketing Co-branded partnerships Mobile marketing CreateKPI's Mapped to objectives and goals 7

35. Analytics Implementation Roadmap u v Easy EASE OF EXECUTION w x Hard IMPACT Low High 8

36. Delicious Food Corp, Inc. Easy EASE OF EXECUTION Groupon: 8,000 sales per month Hard IMPACT Low High 9

37. Big Picture 10

38. Website Analytics 11

39. Website Analytics Tools Under $500 /mo Free $50k-$1 million /yr 12

40. Common Tool Features Real-time analytics Historical analytics Standard & custom reports Interactive graphs Advanced segmentation Referring page analysis Click path analysis Page & file type stats Content stats Keyword stats Geographic insights Campaign integration Visitor insights Rich user interface/dashboard Goal conversions Mobile tracking Funnel reports Track multiple domains Comprehensive help guides Mobile stats Heatmaps Notifications Automated reporting Access errors 13

41. What's Commonly Measured Behavioral Variables Hit Page view Visit First Visit Unique Visitor Repeat Visitors New Visitor Impression Bounce Rate Session Duration Time on Page Engagement Time Page Views per Session Session per Unique Click path Site Overlays Temporal Variables Day & Time Recency Frequency Environmental Variables IP address Screen resolution Browser type Operating system Location Time zone Referrer Variables Referring domain Campaign ID Affiliate ID 14

42. What Should Be Measured Likelihood to convert by visitor type — instead of “number of visits” Shortest paths to sale — instead of “top click streams” Top conversion obstacles — instead of "top exit pages" Daily revenue gap — instead of "daily bounce rate" (maximum revenue potential of a website minus actual revenue) Page elements most interacted with — instead of "time on site" 15

43. Impact OLD SITE NEW SITE Likelihood to convert by visitor type Tailored website ads to match user demographic/need Shortest paths to sale Removed 35% of homepage actions to widen funnel Top conversion obstacles Streamlined forms, added phone #'s, removed clutter Daily revenue gap Balanced against customer sat to maximize site revenue Page elements most interacted with Added interactive tools, video & social sharing 16

44. Social Media Monitoring

45. Factors Affecting the Selection of SMM Tools Metrics offered 2.47 User interface 2.33 Ability to integrate 2.29 Price 2.13 Ability to schedule updates 1.82 Pro access to data streams 1.42 Relationship with vendor 1.39 On a scale of 1-4, with 4 being the most important factor - KISSmetrics & oneforty survey, May 2011 18

46. What Companies Pay for SMM Tools $100 per mo or less 54.7% $100-$500 per mo 19.7% $500-$5,000 per mo 19.0% $5,000-$10,000 per mo 4.4% $10,000+ per mo 2.2% Source: KISSmetrics & oneforty survey, May 2011 19

47. Free SMM Tools Based on the chart developed by KISSmetrics & oneforty for their May 2011 survey 20

48. Paid SMM Tools Less Than $500 per Month Greater Than $500 per Month 21

49. Common Tool Features Dashboard Build database of influencers Demographics Custom listening queues Social mentions & volume Sentiment analysis Content, keywords & tags Engagement tools Conversation history Customer service outreach Third-party integration Customizable consoles Mobile version Visualization tools Workflow management Benchmark competitors Social feeds Search by media type Reports and data exports Support for multiple users Training Export data Data archiving Multiple language support 22

50. What's Commonly Measured Comments/mentions Unique commenters # of new commenters Thread size Time with content Content downloads Subscriptions/subscribers Content views/plays/opens Likes/follows/votes Content sharing (retweets, stumbles, bookmarks) Suggestions/feedback/comments Spinoff content/link backs Recommendations/ratings Brand posts Hashtags Reach Viewership 23

51. What Should Be Measured Lot's of things. Social metrics are evolving rapidly. Things like vector analytics are upon us... = the rate & direction of the change in the position of a brand Source: Heardable.com 2.0, currently in alpha testing 24

52. And Predictive Analytics Source: Heardable.com 2.0, currently in alpha testing = the path a brand is heading in over time Dec 2011 Nov 2011 Oct 2011 Sept 2011 25

53. Impact If being the top performing brand in your industry on Facebook was one of your brand strategies for the next year and you could forecast that your top competitor was outpacing you 18:1, what would you do? How about augmenting your social media tactics and realigning your online marketing budget so that you could make quick changes to influence next quarter's results? Imagine if your shareholders had access to the same predictive analytics tools that you do -- would that prompt your management to approach social media any differently? 26

54. Dashboards (scorecards). 27

55. Google Analytics 28

56. Omniture SiteCatalyst 29

57. Radian 6 30

58. eCairn 31

59. Ideal Dashboard May Be Unattainable * Limitations of legacy systems * Data controlled by silo'd channels * Limited budget/resources * Lack of senior mngt advocate (CAO) * Unrealistic timelines * Rapid change/lack of standards * Difficult/costly to integrate * Data not always reliable (social) * Every company's goals different * Lack of skill set & expertise 32

60. Dashboards Are Unique to Each Company Website Analytics Google Analytics Omniture SiteCatalyst Clicky Woopra Conversion Funnel Unbounce Omniture Test&Target ClickTale SnapEngage Social Monitoring eCairn Radian6 SocialMention Facebook Insights Us vs. Competitors Heardable Compete Nielsen Suite comScore MobiLens Content Optimization Omniture Publish Google Keyword Tool Covario Insight Zoomerang Advertising Acxiom Digital Email Test&Target 1:1 Commission Junction Vibrant VXPlatform Production Salesforce CRM Custom Lead Mngt Call Center Reports Sales & Revenue Server Side Analytics Log Files Uptime % and Errors Page Load Speed Intra-site Search Stats Approx 80% of your value comes from 20% of your analytics data. Context lies in the relationship between data points across platforms. Custom build & integrate only what gives you a competitive advantage. Subscribe to most analytics tools (more cost-effective, test & learn). 33

61. Be Great At Analytics Tied to Your Goals Website Analytics Google Analytics Omniture SiteCatalyst Clicky Woopra Conversion Funnel Unbounce Omniture Test&Target ClickTale SnapEngage Social Monitoring eCairn Radian6 SocialMention Facebook Insights Us vs. Competitors Heardable Compete Nielsen Suite comScore MobiLens Content Optimization Omniture Publish Google Keyword Tool Covario Insight Zoomerang Advertising Acxiom Digital Email Test&Target 1:1 Commission Junction Vibrant VXPlatform Production Salesforce CRM Custom Lead Mngt Call Center Reports Sales & Revenue Server Side Analytics Log Files Uptime % and Errors Page Load Speeds Intra-site Search Stats Have site traffic but poor conversions? Want to be the top performing brand in your industry on Facebook? If SEO, content syndication & inbound link building are goals, then... 34

62. Tools and tactics are essential, but strategy wins the war.

63. If Your Goal Is To Dominate E-Commerce Kosmix: Uses semantic analysis technology to track, filter and re-publish quality social media content. April, 2011 WalmartLabs new mission: To invent the next generation of ecommerce: integrated experiences that leverage the store, the web, and mobile, with social identity being the glue. You could purchase an analytics company, like Walmart did 36

64. Chief Analytics Officer Or hire one of these 37 of 10

65. Super-Mega Dashboard Extraordinaire [ INSERT YOUR BRAND NAME HERE ] 38

66. data that drives decisions heardable.com

67. Photo Credits http://www.deviantart.com/download/163636057/Fork_In_The_Road_by_rdj9.jpg http://pauhanaparrotheads.org/wp-content/uploads/2011/01/Tiki-and-Party-006.jpg http://goingout.urbanbacon.com/wp-content/uploads/2010/09/money.jpg http://www.nottheads.com/images/100dollars.jpg http://i33.tinypic.com/29zu0pj.jpg http://www.toy-tma.com/wp-content/uploads/2009/12/Army-Men-Shadows-in-the-Mist.jpg http://funnynerds.com/images/kravatte1024x768.jpg http://http://www.cinemassivedisplays.com/Quad_Gemini_19DS.php http://images.cdn.fotopedia.com/flickr-3147506658-hd.jpg 40